| On October 3, 2024, we launched a pre-order campaign for PAINKILLER and made $33,750 in just 53 minutes… using a plain 'ol Google Doc. This campaign was a BIG success… but it came at a cost. I had to make a slew of painful, expensive mistakes in past launches to learn the lessons that made this campaign work. I know what it's like to spend months working on a new product… Obsessively thinking about every tiny detail… Only to launch it and… It hurts. It hurt even more because I knew my product was genuinely good—people *needed* it—but they didn't *want* it because my product messaging was weak AND I messed up my launch. It took not one, not two, but THREE (!!) underwhelming launches before I figured out how to fix my messaging so people understood the painkilling value of my product. I also realized I was launching ALL WRONG. So I dug into the psychological principles that go into a successful launch. Then I applied those principles for my next big launch, the UNIGNORABLE Challenge. We sold out in 6 minutes 😳 I reused many of these same tactics for the PAINKILLER pre-order campaign. Let's explore them… 1. PrimingAs Robert Cialdini explains in Pre-Suasion, "Persuasion is not just about what you say; it's about what you say before you say it." 2. Scarcity + FOMO + the Bandwagon EffectPeople want something more when there's low availability but high demand. So only the 2,436 people on the waitlist could gain access to the pre-order campaign. But as we noted in the teaser email the day before, only 75 early bird spots were available. This created scarcity and FOMO, which intensified once they clicked on the sales letter because people could see there were only a handful of spots left and lots of people viewing the document. And because we updated the remaining spots in real-time, people saw these limited PAINKILLER spots being snatched up like hotcakes.
This likely motivated on-the-fence buyers to follow suit—instead of overthinking the buying decision—thanks to the Bandwagon Effect. 3. Pattern Interruption (aka Von Restorff Effect)Most marketers and online entrepreneurs—our target buyers—expect to be directed to a sexy sales page for a digital product. So using an unpolished Google Doc broke that expectation and grabbed people's attention. Sprinkling in humor and GIFs helped that effort, too. (This was a win-win for us because we were focusing all our time on ensuring PAINKILLER was the best product possible and didn't have time to create a sexy sales page. 😅) 4. Social proofIn the online era where anyone can claim to be an "expert," you need to back your product up with proof if you want people to buy it. Especially if it's a brand-new product that doesn't have its own reviews *yet*. So I peppered in testimonials and reviews from happy stundents who have either attended one of my past messaging workshops or bought one of my other products throughout the Google Doc to provide proof that I know my sh*t when it comes to crafting effective messaging.
5. CredibilityI know. I know. You probably just groaned. But the unsexy truth is that people need to trust you to buy from you. And I spent years building trust with my audience. I'd shared my student's wins and shown them behind-the-scenes in my business—the wins and unglamorous f*ckups—so they know I'm credible. (Psst…Don't have a slew of testimonials or big wins under your belt yet? There are other smart ways to provide proof so people trust you. I detail how in PAINKILLER.) But here's the thing… Which brings me to our final science-backed marketing technique… 6. PainPain is the #1 motivator that compels us to act, according to behavioral science (yes, even over gaining immediate pleasure). This timeless truth—and my own painful mistakes—is what inspired me to create PAINKILLER. Many marketers and online entrepreneurs have created a product that was supposed to be the key to building a scalable business that fuels their dream lifestyle. But then heard crickets when it launched. They know they need to nail their product messaging… But they can't invest weeks (or months) doing tedious research. They're too busy running their business. And spending $20,000+ to hire a messaging expert isn't an option. But if they can't get their messaging right, they'll stay stuck where they are: underpaid, overworked, and unable to scale. That's a very painful spot to be in. Because I understood their pain—I'd been there myself—I offered a promise, and provided proof, I didn't need a fancy sales page for our pre-order campaign. I could let my words do the work. That's the power of The lesson? Psychology-backed marketing tactics work like a charm. But ONLY if your messaging works. My mantra: Find their pains. Find your profits. Have a great weekend my brainy friend!
P.S. If you're ready to fix your messaging for real so you can start making "f*ck you!" money, finally… Keep your eyes on your inbox next week.
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Friday, November 1, 2024
When buyers *need* it
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